From Culture Moonshot to LATAM-Wide Ecosystem
CPG · HR LATAM · 2022-2026
Following the 2021 Culture Moonshot, Coca-Cola Latam needed to translate its cultural pillars into everyday practice across a decentralized network. We partnered with HR LATAM to design and scale four connected culture workstreams region-wide.
How we did it
We moved from a shared strategic framework to piloted initiatives to a fully scaled, embedded culture ecosystem — co-owned and evolved year after year by ambassadors across every LATAM zone and function.
Design & Prioritize
We translated the moonshot pillars into four actionable workstreams, aligned with the region's business agenda.
Co-Create & Pilot
Each workstream was developed and tested with cross-functional teams, iterating tools, dynamics, narratives and visual identity.
Scale & Embed
We scaled the platforms LATAM-wide, continuing to lead execution while evolving the tools, frameworks, and narratives each year.
OUTCOME
Proof that a culture vision can become a living, evolving operating system — four connected workstreams, continuously led and reinvented year after year, still running strong five years in.
5
10+
5 yrs
Workstreams scaled LATAM-wide
Initiatives & pilots per year
Continuous execution, still ongoing
From Culture Moonshot to LATAM-Wide Ecosystem - Workstream 1
Driving the future through our collective genius
A platform to leverage what we've learned and scale what we do great, accelerating a high-performance culture and optimizing efforts across LATAM OU.
Untap existing efforts
Centralizes best practices and lift & shift efforts in one interactive hub, via the KG Hub and an always-on open call.
Inspire & visibilize
Elevates collaboration, risk-taking, and a learning mindset by spotlighting teams and bright spots.
Spark & Celebrate
Recognizes collaboration and celebrates contributions to the business through yearly KG Awards.
Connect to the business
Reinforces active collaboration, agility, and a lift & shift mindset to solve business challenges through Spark Sessions.
EVOLUTION >>
Started in 2023 as a pilot that has scaled into an AI-powered platform positioned across the region, encouraging best practices lift & shift.
+5K
Interactions with 75 cases in the Hub
+260
Associates impacted through Routines Revamp
+800
Participations in Spark Sessions
80%
Time saved on applications using AI (2025)
From Culture Moonshot to LATAM-Wide Ecosystem - Workstream 2
Creating a magical and joyful work experience
A gamified platform that turns access to Coca-Cola's own assets into playful, competitive experiences — building connections, capabilities, and business impact.
Build business acumen
Progressive, gamified challenges paired with trainings, market visits and internal platforms, increased participation and engagement.
Sustain engagement
Rewarding top-performing teams with exclusive experiences and building an ambassador network that grew program reach by 100% year over year.
Strengthen the network
Diverse, cross-country teams and a growing ambassador community extended relationships beyond regions and functions.
Drive business impact
Reinforces active collaboration, agility, and a lift & shift mindset to solve business challenges through Spark Sessions.
EVOLUTION >>
Over 4 years and 7 cycles, it has evolved into a strategic engine that turns engagement into measurable results.
93%
Would participate again
85%
Completion rate in capability programs (+36% vs. pre-RME 2021)
75%
Of LAOU participated in MARK, influenced by Real Magic (+40% vs. prior year)
450%
Increase in traffic to the KOllective Genius Hub during the RME Challenge
From Culture Moonshot to LATAM-Wide Ecosystem - Workstream 3
Wellbeing as a lever for sustainable performance
A holistic approach to wellbeing at work that considers financial, social, mental and physical health as the core pillars, activated through a series of in-person, virtual, synchronous and asynchronous interventions.
Build incrementally
We wove Mental, Physical, Financial and Social wellbeing into small, sustainable steps, through 38+ annual activities that build lasting daily habits.
Leverage platforms
We drove adoption of platforms like Virgin Pulse, Spring Health, among other, making LATAM the global leader in enrollment and engagement.
Embed in business agenda
Wellbeing and recovery integrated into leadership and OU events, keeping it tied to the business agenda.
Empower ambassadors
Ambassadors co-create and localize activations, sharing best practices so initiatives could scale across zones and functions.
EVOLUTION >>
What began in 2023 as a platform-awareness campaign has become a culture imperative at all levels of the organization.
72%
Of the LATAM OU participated in 2025 activations
95.4%
Overall satisfaction across all wellbeing sessions
84.3%
Felt equipped with practical tools to apply immediately
+14%
Increase in engagement with company tools vs. 2022 (+7pts vs. global avg)
From Culture Moonshot to LATAM-Wide Ecosystem - Workstream 4
Unleashing the power of the Network
A platform built on Coca-Cola's network-organization principles, setting the foundations for new ways of connecting, collaborating, and engaging with the system. Built on the NQ index to measure network health and turn it into insights teams can actually act on.
NQ (Network Quotient)
A self-assessment tool, to identify you NQ type from eight distinct NQ Types. Results can be integrated in a team´s dashboard to guide the transformation intended..
NQ Labs
Workshop formats designed and facilitated to turn NQ dashboards results into action, structured in 4 phases (Discover, Prioritize, Expand, Track).
Network Accelerator
10 online modules (~3.5h) plus a self-facilitation toolkit: Accelerator Cards, Fearless Conversations Toolkit, and Lab formats any leader can facilitate on their own
EVOLUTION >>
Accuracy with network types grew from 60% to 75%, before scaling into a self-run capability in 2025, powered by an integrated playbook for HRBPs and leaders across LATAM
90%
Of the OU completed the NQ Test
50 Labs
Delivered to 624 associates
31%
Completed the Network Accelerator with a badge, within 4 months
+6%
Increase in collaboration, 2024 vs. prior year